Marketing to children is an issue that’s not going anywhere. Whenever we conduct research with consumers into whether they think companies should be able to target promotional messages directly at children the overwhelming reaction is that this is something that no responsible company would do.

And commentators are no different. They also tend to react in a knee-jerk way particularly when it comes to products that can be deemed “bad” for children – whether it is the possible health risks of mobiles phones, or soft drinks and obesity.

Various arguments are used. Some focus on pester power, and the insidious effect this can have on purchasing decisions. Others focus on a general discomfort with the commercialisation of childhood. Bring in anything that could be construed as marketing in schools and the arguments intensify.

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